The Manager, Marketing (CRM Business) is responsible for developing and managing multi-channel CRM-strategies and campaigns (Email, SMS, Mobile Push, Social) for Hong Kong Disneyland (HKDL) across Hong Kong, China and the rest of Asia-Pacific.

Responsibilities:

• Identify, develop and lead the creation of effective multi-channel, multi-lingual CRM strategies and programs that are relevant to our guests and help deliver on business goals (Park and Hotel Visitations, e-commerce Revenue, Database Growth and Customer Loyalty). Lead multi-year and annual CRM strategy along consumer journey with market specific touch points, user behavior and platform considerations to achieve commercial priorities.
• Lead the process of marketing budget planning on annual and regular basis
• Demonstrated experience and understanding of China CRM platforms including but not limited to WeChat, Tmall and Douyin. Clearly define roles and opportunities for each platform and design relevant CRM strategies.
• Assess cost and benefits to drive cross platforms CRM integrations in China and explore viable data solutions (if deem relevant).
• Lead/oversee assigned programs from inception to completion, including program design, audience selection, segmentation, campaign calendar management, (dynamic) content strategy development, creative production, A/B testing, landing pages, subject lines, personalization and reporting.
• Partner with strategic/support areas to understand business needs, enhance existing systems' functionalities (e.g. Salesforce Marketing Cloud) that impact the CRM program execution.  
• Work with Technology & Digital and Consumer Database teams, and external agencies, to develop, leverage and optimize database capabilities. Proactively manage and drive process and performance improvement.
• Educate internal business partners on the role of CRM within the marketing mix and proactively propose potential solutions that help deliver incremental revenue.
• Conduct competitive analysis and provide recommendations based on competitive reviews, learnings and industry best practices and to maintain a strong pulse on changing consumer insights, media landscape, seasonal needs, and upcoming product opportunities.
• Drive CRM Program optimization by measuring key metrics including Click Through Rate, Open Rate, Conversion Rate, Unsubscribe Rate, Bounce Rate, Database Growth, Transactions and Revenue (for Theme Park Tickets & Hotels).
• Implement tracking & reporting mechanisms (using Salesforce, Adobe, Google and China platform tools) to measure and improve campaign effectiveness.
• Demonstrated leadership to guide and grow a team of six CRM professionals with clearly define scope and goals, and to provide clear strategic guidance to help the team prioritize and drive actions. 

Requirements:

• Bachelor’s degree or equivalent in Business, Management or Marketing  
• Minimum of 10 years CRM experience with extensive team leadership skills, preferably from MNC companies, preferably from leisure, travel & hospitality industries
• Hands-on experience in creating CRM programs with strong strategic, problem-solving and executive presentation skills
• Solid understanding and analysis in trends related to consumer, social media and latest CRM technology and machine learning solution
• Strong data-mindset with solid foundation to identify insights from complex data sets
• Excellent verbal and written in English and Chinese

HKProfessional #LI-AI1